Changes and adaptation in the era of AI-Robotic of floating markets in Samut Songkhram Province

Abstract

This research article aimed to 1) study the background and development of floating markets in Samut Songkhram Province, 2) examine changes and adaptations of floating markets in economic, social, cultural, and environmental aspects, and 3) study guidelines for developing floating markets for sustainable tourism. This qualitative study purposively selected two study sites: Amphawa Floating Market and Tha Kha Floating Market in Samut Songkhram Province. Data were collected through document review, field surveys and observations, in-depth interviews, and focus group discussions. The data were analyzed using content analysis, and the findings were presented through analytical description. The findings revealed that 1) both floating markets evolved from riverside communities that used rivers and canals for transportation and trade into cultural tourism destinations. Amphawa Floating Market has been revitalized and has developed diverse tourism activities, while Tha Kha Floating Market continues to preserve its distinctive boat-based trading and traditional orchard-farming way of life. 2) Changes in transportation systems, economic structures, tourism promotion, and technological advancement have led communities to adapt their occupations, trading practices, and tourist services. Social media and digital technologies are used for publicity, communication, and payments, creating both economic opportunities and challenges for the preservation of community ways of life and the environment. 3) Guidelines for sustainable floating market development should emphasize the conservation of local identity and wisdom, the promotion of community and stakeholder network participation, the development of entrepreneurs' capacities, and the appropriate application of digital technologies, including consideration of the use of artificial intelligence to support tourism management and services in the future, in order to achieve a balance among economic, social, cultural, and environmental dimensions.